Category: Best use or integration of experiential events
Advertiser: COVERGIRL
Product/Service: NATURELUXE
Agency: UNITED ENTERTAINMENT GROUP
Agency: G7 ENTERTAINMENT MARKETING
Agency: 13 MANAGEMENT
Senior Vice President: Samantha Woolf (United Entertainment Group)
General Manager: Bruce Katsman (Procter & Gamble)
Talent Manager: Emily Evans (13 Management)
Director: Peter Brown (G7 Entertainment)
Brand Manager: Dan Karches (Procter & Gamble)
Senior Vice President Account Director: Seema Patel (Grey)
Creative Director: Chappel Mccollister (G7 Entertainment)
Account Director: Lisa Montana (Grey)
Account Director: Rashi Sankpal (United Entertainment Group)
Executive Vice President Executive Creative Director: Alice Erickson (Grey)
Executive Creative Director: Mark Fina (Grey)
Media placement: Live Event - Live - May 27, 2011
Media placement: Digital - Online - August 17, 2011
Campaign Description
Branded Entertainment in the United States has become increasingly important to brands considering consumers are more aware of traditional marketing and advertising techniques. By creating campaigns integrated into the entertainment space, it's a way to reach targeted consumers in unique ways, and when they're most likely to engage and be receptive of the message. The biggest challenge agencies and brands have when creating these robust platforms is to keep it original and uncluttered in efforts not to create a backlash effect.
Effectiveness
COVERGIRL approached us with the task of building stronger emotional connections with their consumers by using a holistic live event experience. We developed an idea for our client to enhance engagement through one of the world’s biggest stars and COVERGIRL spokesperson, Taylor Swift. The strategy was 3-fold; communicate a clear beauty message inherent to Taylor Swift, surround the consumer with an on-site brand experience that delights and enhances the overall event, and extend brand engagement following the concert experience.
Prior to each show, there was an engagement plan that gave fans ways to win tickets, meet and greets and unique Taylor Swift experiences. The brand launched ‘The Taylor Swift Look Contest with COVERGIRL’ on Facebook where fans created a video makeup tutorial for a chance to win tickets and a VIP concert experience. Radio advertising and promotions built pre-show buzz with free makeovers and chances to win tickets, and complementary in-store displays showcased exclusive Taylor offerings for the tour and COVERGIRL products.
Upon concert entry, the brand created numerous consumer experiences that kept fans engaged. Concert-goer’s encountered a COVERGIRL Red Carpet, including a host, who interviewed them on beauty in front of a branded step & repeat and were led to an adjoining Taylor signature heart inflatable. Brand ambassadors distributed samples, coupons and snapped photos that were texted to fans with the option to send the image to Facebook or the venues’ branded Jumbotrons. COVERGIRL also provided 4 Taylor-themed back stage makeup stations in activity areas where fans enjoyed mini-makeovers with COVERGIRL’s products and tip cards. During pre-show activity, COVERGIRL surprised fans with upgrades to the premium seating area, as well as sponsored text-to-screen initiatives. To further engage consumers, branded life-sized banners and backdrops filled the concourse allowing fans to pose with their idol and instantaneously upload onto the Jumbotron.
Implementation
Audience members were drawn through natural buzz and the excitement of a world tour by one of the biggest pop stars, Taylor Swift. The tour featured traditional advertising (local radio promotions and exclusive in-store displays) as well as a robust digital campaign that included COVERGIRL branding. Once consumers were engaged, it was our job as the marketing agency to exploit the intersection of Taylor Swift’s massive social footprint and global following with the iconic American beauty brand, COVERGIRL.
Outcome
Results were measured in various ways. To begin, the brand was extremely pleased to be awarded the 2011 Best Concert Marketing and Promotional Award from music industry bible, Billboard Magazine. The quantifiable stats which also helped define the success of the campaign include over; 70+ tour dates, nearly 20,000 custom COVERGIRL makeovers, distributed over 250,000 product samples, accumulated 400,000+ digital interactions (text-to-screen), and created nearly 40,000 branded photos to be disseminated post-concert in social media. In addition, COVERGIRL’s ‘The Look contest with Taylor Swift’ Facebook campaign, featuring user-generated content, garnered over 300,000 views and generated significant growth of COVERGIRL’s social media presence with increased Facebook ‘Likes’ and Twitter followers.